That's what MJ alleged (12 years after the company existed) but the company denied that accusation and claimed that the word is actually middle eastern (technically they are correct - "Jordan" is a Bible word and therefore MJ can't just patent that simply because he wants to).

Beijing, March 1, 2012  I am very happy that the Chinese courts have accepted my case to protect the use of my name and the interests of Chinese consumers. Qiaodan Sports has built a business off my Chinese name, the number 23, and even attempted to use the names of my children, without authorization. I think Chinese consumers deserve to be protected from being misled, and they should know exactly what they are buying.

I am taking this action to preserve the ownership of my name and my brand.

No one should lose control of their own name, and the acceptance of my case shows that China recognizes that this is true for everyone. After all, what's more personal than your name?